Unit 10 Business and Economy

高等院校研究生英语系列教材综合教程（下）INTEGRATEDCOURSEUnit10BusinessandEconomyContentStartingoutReadingFocusReadingMorePracticalTranslationFocusedWritingFinalProjectTask1LookatthecartoonscarefullyandworkinpairstodiscusstheimpliedmeaningsbehindthemonPage280.StartingoutStartingout—Task1Startingout—Task1Startingout—Task1Startingout—Task1Task2(1)Imaginethatthemembersofyourgrouphavedecidedtostartabusiness.Talkaboutwhattypeofbusinessyoucoulddevelop.Youcouldopenastore,manufactureaproduct,provideaservice,ordoanyothertypeofbusiness.Worktogethertoproduceabusinessplan,whichyouwillpresenttothewholeclassasareport.Yourbusinessplanneedstocoverthefollowingpoints.(P280)StartingoutThenameofyourbusinessThetypeofyourbusinessThelocationofyourbusinessWhyyourbusinesswouldbeuniqueorspecialWhyyourbusinesswouldbesuccessfulTask2(2)Discusswhichofthebusinessespresentedyouthinkwouldbesuccessful.Why?Whatfactorsareimportantinstartinganewbusiness?Doyouthinkyouwouldbeasuccessfulentrepreneur?(P280)Startingout1)Whatwasthestorylikein2005and2009aboutLenovo?2)WhatweretheproblemswithLenovoaccordingtoanalysts?3)WhatwereLenovo’stwokeydriversofgrowth?4)WhatisgoodnewsforLenovo?5)Whatdoesitimplybysayingthat“strategyislessimportantthanthecompany’sChineseroots”?Watchthevideoclipsandfinishtheexercises.MarketingAcrossCulturesReadingFocusGlobalUnderstanding1DetailedInformation2CriticalThinking3LanguagePoints4ReadingFocusVocabularyinAction5ReadingFocus–GlobalUnderstanding1Introduction2Body3Conclusion(Paras.1-2)(Paras.3-11)(Paras.12-14)IntroductionSupportingEvidence:a.GeneralMotorssoldtheirNovamodelbadlyinLatinAmericabecause_____________________________________.b.CocaColadidn’tachieveitsinitialsuccessbecause____________________________________________________________.Culturalawarenessinmarketingplaysacrucialrolebecausetherearenotonlysubtletiestoeveryculturebutplaintaboosaswell.ReadingFocus–GlobalUnderstanding“nova”means“itdoesn’tgo”inSpanishthetranslationofthesoftdrink’snameread“bitethewaxtadpole”Body(Paras.3-11)ReadingFocus–GlobalUnderstandingA.Itisimportanttovisitthetargetmarket.(Paras.3-5)SupportingEvidence:a.Suchavisitenablesyouto_______________________________.b.Suchavisitisagoodchanceto___________________________.c.Thepoorsalesof“large,economy-sized”boxesofdetergentinJapanresultedfromthefactthat_________________________wereverytinyand_____________________________________________________.becomeawareofthetargetmarketabsorbthepresent-daycultureJapaneseretailestablishmentslocalhousewiveshadtomakepurchasesonfootBody(Paras.3-11)ReadingFocus–GlobalUnderstandingB.Variousculturalfactorshaveimpactsonpurchasingbehavior.(Paras.6-8)TwoSuggestions:a.Don’tmakegeneralizationsaboutthetargetlanguage.b.________________________________________________.CombinesuperstitionandlanguageforamplifiedeffectC.Therearecertain“don’ts”inadvertising.(Paras.9-10)Supportingevidence:a.IntheEUandmuchofAsia,______________________________________________.b._____________________________________shouldbetakenintoaccountindesigningvisualadvertising.comparisonsinadvertisingarenotacceptedorallowedLocaldifferencesinnon-verbalbehaviorD.Itmakessensetopayattentiontonotonlynationalbordersbutalso_________________.(Para.11).regionalpatternsConclusion(Paras.12-14)ReadingFocus–GlobalUnderstandingEachaspectofcultureisworthyofourattention,soitiswiseto______________________________________________________________.havesomeonewithlocalknowledgeofthetargetcultureadviseyouTask2Choosethesentencethatbestexpressesthemeaningofthesentencefromthetext.(P289)Key:12345678CACDCABCReadingFocus–DetailedInformationCriticalThinkingReadingFocusStepOneWorktogetherwithyourpartnertoanswerthefollowingquestionsbasedonthetextyou’vejustread.Inthepassage,theauthorsuggeststhatlanguageandsuperstitionshouldbecombinedforamplifiedeffect.Doyouthinkso?Personally,wouldnumeralshaveanyeffectonyourpurchasingdecisions?Whyorwhynot?Whatdidyouthinkofthem?Inthepassage,theauthormentionsthat“ForanEUcampaign,itmightbeokaytotoutthemeritsofyourproducts,butnotokaytousecomparativemethodscommontoaUScampaign.”Whatdoyouthinkabouttheroleofadvertisinginbusiness?ReadingFocus—CriticalThinkingStepTwoDiscussingroupsthefollowingquestions.ReadingFocus—CriticalThinkingInthepassage,theauthorpointsoutthattherearesubtletiesandnuancestoeveryculture,andtherearejustplaintaboos.PleasegivesomeexamplesaboutChinesetaboos.Accordingtotheauthor,itisdefinitelybesttohavesomeonewithnativeknowledgeofthetargetcultureadviseyou.Supposeyouhavebeenaskedtotalkabout“DoingBusinessinChina”toagroupofforeignbusinesspeople.WhattipsondoingbusinessinChinawouldyouincludeinyourspeech?1.Therearesubtletiesandnuancestoeveryculture,andtherearejustplaintaboos.(Para.2)参考译文：每一种文化都有它的微妙和特别之处，同时还有一些忌讳。Here,“plain”isusedforemphasis,meaningthattherearethingsyoushouldundoubtedlyavoiddoing.However,“plain”canhavealternativemeaningsasfollows:1)Thedocument,writteninplainEnglish,tellsyouaboutyournewpolicy.2)Youdon'tneedanyspecialskillsforthisjob,justplaincommonsense.3)apoliticianwithareputationforplainspeaking4)Theinteriorof